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An Optimum Geographical Distribution of Publicity Expenditure in a Private Organisation

Author

Listed:
  • A. P. Zentler

    (London, England)

  • Dorothy Ryde

    (London, England)

Abstract

This paper attempts the solution of a practical problem. Given an international organisation with branches in n different countries and concerned with publicity for a commodity X--in competition with a substitute X' --how should such an organisation allocate its expenditure among them so as to get the maximum overall return. Though our model is necessarily based to some extent on intelligent guess-work, it has the merit of providing at least a logically consistent solution of the problem.

Suggested Citation

  • A. P. Zentler & Dorothy Ryde, 1956. "An Optimum Geographical Distribution of Publicity Expenditure in a Private Organisation," Management Science, INFORMS, vol. 2(4), pages 337-352, July.
    • Handle: RePEc:inm:ormnsc:v:2:y:1956:i:4:p:337-352
    DOI: 10.1287/mnsc.2.4.337
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